Digital EDGEucation autumn - analytics in 2016
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The document discusses analytics and measurement in 2016. It emphasizes the need to develop a measurement plan that aligns with business objectives and strategies. The plan should identify key performance indicators (KPIs) to measure and set targets to benchmark performance. Having the right tools can help collect and centralize measurement data from various sources and devices. Looking ahead, analytics will involve more data, devices, personalization and touchpoints, requiring measurement frameworks and tools to integrate all the pieces.
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Digital EDGEucation autumn - analytics in 2016
- 1. Digital EDGEucation The Autumn Edition 2015 #4PsEDGE @4PsMarketing
- 2. Analytics in 2016 Matt Stannard #4PsEDGE @4PsMarketing
- 3. WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS?THE PAST Device centric tracking Lots of Tracking Code
- 4. WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS?THE NOW – MULTI DEVICE Average UK home has 7.1 Internet Devices Average UK Household: 1.7 Smartphones 1.3 Laptops
- 5. WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS?THE NOW – OFFLINE TRACKING Around 64% of sales in 2014 happened offline. B2B – Website as Lead Gen, Conversion Offline
- 6. WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS?THE NOW – MORE DATA, REAL TIME & PERSONAL
- 7. WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS?RETAILERS – NEW FEATURES User Id Custom Dimensions Enh Ecomm Rmktng No No No No Yes No No Yes No No No No No No No Yes No No No Yes No No No Yes No No No Yes No No No No No No No Yes No No No Yes Very few sites using new GA features 70% use remarketing
- 8. WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS?B2B – NEW FEATURES Majority used UA, 3 still on Classic. Minor uptake on advanced features UA Custom Dimensions Event Tracking Chess Telecoms Yes No Yes Money Penny Call Answering Yes Yes No (VPV) Mishcon de Reya Law Firm Yes No Yes Zenith Commercial Vehicles Yes No No Asons Solictors Law Firm No No No Attenda IT Services No No No Randstad Recruitment Yes No Yes Think Money Financial Services No No No Creditsafe Business Info Provider Yes No No Peninsula Law Firm Yes No No
- 9. WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS?PIECING IT ALL TOGETHER
- 10. WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS?MEASUREMENT FRAMEWORK
- 11. WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS?MEASUREMENT FRAMEWORK - DOCUMENT
- 12. WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS?2016: WHERE TO START? Start with with what we’ve got – tools, tech, people and understand the setup. In my world – what pieces have I got?
- 13. WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS?2016: A MEASUREMENT PLAN - OBJECTIVE What is the business objectives? Why do we exist? Pop Quiz:
- 14. WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS? Understand strategies / tactics – how are you going to support your objective? In my world – I’m going to get there by building a Tractor 2016: A MEASUREMENT PLAN – STRATEGIES / TACTICS
- 15. WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS? What are you going to measure? Remember KPI is an INDICATOR not a TARGET In my world Number of pieces Cost of parts Time taken to build 2016: A MEASUREMENT PLAN – KPI’S
- 16. WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS? Have targets to benchmark performance – for example increase / decrease KPI by X%. In my world: - Obviously it looks like the picture (with no spare bits) - Time taken <= Recommended time taken - Cost of parts <= cost of one kit 2016: A MEASUREMENT PLAN - TARGETS
- 17. WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS?2016: ONE STEP BEYOND When we know what we want to measure we can use tools like a TMS to collect and push data.
- 18. WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS?2016: COMING UP! Over the next few years we will have: • More data pieces • More devices • More personalisation • More touch points
- 19. WHAT DIFFERENTIATES YOU FROM YOUR COMPETITORS?2016: COMING UP! We need our pieces to be joined together: • Measurement Framework • Regularly Reviewed • Centralised Collection Tool
Editor's Notes
- Alicja
- Ama = No Arg = User Id, Custom Dim1 = Order?, No Event, No Enh Ecomm, RMark Apple = No Tesco = Classic & Universal, No CD, Events, No Enh Ecom, No User Id, Rmar Marks & Spencers = Rmarket B&Q = Remarketing, Universal, No CD, No User Id, No E Asda = Remarketing, Universal, No CD, No User Id, Ominutre Netlix = No GA Next = Classic, No CD, No User Id, No Enhanced Currys = No CD, No User Id, No Enhanced
- Top 100 Times places to work
- We could think of our marketing, data as pieces of lego, we may have an idea of what we want to build but we don’t know how we should put the pieces together
- How many people have a Measurement Framework?
- How many people have it documented?
- We could think of our marketing, data as pieces of lego, we may have an idea of what we want to build but we don’t know how we should put the pieces together
- Google – To organize the world's information and make it universally accessible and useful. Apple - To make a contribution to the world by making tools for the mind that advance humankind. Coke - To refresh the world in mind, body and spirit. To inspire moments of optimism and happiness through our brands and actions. To create value and make a difference. Tesco - Serving Britain's shoppers a little better, every day. 4Ps - Strive for Personal, Client and Agency Growth.
- Look at Google. One thing they do is Index, another is Spam, another is mobile
- Speed Number of results Additional searches Non matched queries
- Look at Google. Time take to return a result, number of additional searches required.
- TMS can collect data and push it up stack